-LRB- CNN -RRB- -- When Barbie burst onto scene in a black and white swimsuit in 1959 , she was considered a rebel who embodied both `` the sensuality of Marilyn Monroe and the innocence of Debbie Reynolds . ''

Now , she 's returning to her `` fashion model '' roots in an updated version of her iconic zebra swimsuit , and not everyone 's pleased .

Barbie caused a stir when Mattel and Sports Illustrated revealed last week that she would appear in the 50th anniversary edition of its annual swimsuit edition , which hit stands Tuesday . The partnership includes a promotional cover-wrap that will appear on 1,000 copies declaring Barbie `` the doll that started it all , '' a four-page advertising feature inside the magazine and video outtakes posted online . The doll is also for sale at Target .

The official Barbie Twitter account tweeted about the campaign February 10 .

Responses to the tweet foretold the ensuing controversy , with one person calling `` unapologetic '' an `` ill-advised hashtag . '' Another person asked if `` unapologetic '' really meant #sorrynotsorry .

A post on `` Mommyish '' blog , `` The Sport 's Illustrated Swimsuit Issue Will Feature Barbie , So Your Daughter Can Feel Bad Too , '' underscored criticism of the partnership for using a children 's toy to promote sexualized images intended for adults . It further complicates Barbie 's legacy for parents unsure of whether to view her as a positive or negative role model .

Mattel , however , stands by Barbie 's `` unapologetic stance . ''

`` This is not a program targeted towards girls . As a brand that is always a part of the cultural conversation , Barbie , for the first time , has an active voice in the debate with her #unapologetic stance . The goal of the campaign is to empower fans to engage and celebrate all that makes them who they are , '' a Mattel spokeswoman said .

The 2014 swimsuit issues celebrates `` legends , '' and Mattel said Barbie is a fitting example .

`` As a legend herself , Barbie has always been a lightning rod for controversy and opinions . Posing in SI gives Barbie and her fellow legends an opportunity to own who they are and celebrate what they have accomplished . ''

For some , it works . As one person said in response to a question posed on Twitter , `` no little girl reads Sports Illustrated . It 's literally a doll in a bathing suit , calm down society . ''

For others , the issue was not so cut and dry .

`` When you look at the history of Barbie and how she 's ` grown ' in career choices I believe she 's a positive example ... and quite frankly , a more positive image than the SI models , '' Utah grandmother Holly Albrecht said on Twitter .

`` Children KNOW Barbie is a toy but the ` skinny ' models tell society ... that a woman must be skinny to be accepted as beautiful ; a far more negative example than Barbie , '' she said . `` Parents need to remember THEY should to be the positive role in their child 's life , not toys or Hollywood or athletes . ''

But a growing body of research suggests that children are influenced not only by what they see in the media , but by the toys with which they play .

`` People who say it is just a doll obviously do n't realize how it shapes thinking while playing house , '' nonprofit executive Alia Salem said on Twitter . `` If the image of what -LRB- you 're -RRB- imagining yourself as is never attainable and is billed as what to strive for , you 'll always be disappointed . ''

Her comments echo why many of the campaign 's critics saw something especially `` creepy '' -- or tone deaf -- in placing a toy intended for children in the pages of a magazine targeting adults .

`` I am #unapologetic for being grossed out by Mattel 's desperation . Pairing up with Sports Illustrated to put Barbie on a cover mag ? #yuck , '' digital strategist Jessica Lee said on Twitter .

Barbie and the Sports Illustrated swimsuit edition have both been accused of promoting idealized beauty in their own ways . For many , the campaign was problematic because they say the swimsuit edition objectifies women and promotes a homogenous view of beauty .

`` It 's actually kind of perfect , '' said Occidental College professor Lisa Wade , a feminist and media critic . `` Barbie is the perfect model for the SI swimsuit issue . It 's always been about celebrating conventional definitions of attractiveness for women , and Barbie is an icon of idealized femininity .

`` Both Barbie and the swimsuit issue have been making women and girls feel inadequate for decades . It 's a perfect partnership . ''

Others took issue with blurring the line between women as objects and actual plastic objects .

`` Yes , the swimsuit edition is made up entirely of hypersexualized images of women , but this pairing blurs a new line . Barbie is not a woman , she 's an inanimate object . Juxtaposing her alongside real women as though the two are indistinguishable is dehumanizing , and in a literal sense , objectifying , '' said Nicole Rodgers , editor-in-chief of RoleReboot.org , an online magazine that focuses on culture and gender roles .

It also comes at a time when many are demanding representations of women without airbrushing or Photoshop , she said .

`` Featuring a plastic doll as an object of admiration and desire feels like a slap in the face , '' Rodgers said .

Throughout the controversy , Mattel has remained `` unapologetic , '' citing Barbie 's 150 careers , her turns in 26 animated movies and partnerships with renowned fashion designers as evidence that you can be `` capable and captivating . ''

But nobody is thinking about Barbie 's career trajectory or its positive examples when she 's wearing a one-piece in Sports Illustrated 's swimsuit edition , said California State University-Long Beach professor Shira Tarrant , author of `` Men Speak Out : Views on Gender , Sex , and Power . ''

`` I would never want to deny anyone love for Barbie , '' she said , `` but my concern is when we use her to present this hyper-sexualized model of beauty . ''

After all , CEO Barbie and Dr. Barbie were n't the dolls appearing in SI .

`` When you look at how the lives of women have changed since the doll originally launched , the choice strikes me as particularly tone deaf in 2014 , '' said Rodgers , of RoleReboot.org . The fact that `` the version they want to focus their marketing blitz on is a sexy bikini Barbie tells us something . ''

What do you think of Barbie 's appearance in the Sports Illustrated swimsuit edition ? Have your say in the comments , on Twitter @CNNLiving or on CNN Living 's Facebook page !

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Barbie 's appearance in Sports Illustrated swimsuit issue is causing a stir

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Barbie featured in magazine is also for sale at Target

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Mattel says campaign 's goal is to empower fans to celebrate what makes them unique

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Critics say `` unapologetic '' campaign blurs lines between real women , inanimate objects